86%制胜术 The 86 Percent Solution

书籍目录

About the Authors Seeing Geeti Preface: Do You Want to Be in ThisMarket? Can You Afford Not to Be?Acknowledgments Chapter 1  The Lands of Opportunity   The 86 Percent Opportunity   Opportunities at Many Levels   Characteristics of Emerging Markets and the Opportunities They Create   Finding Solutions    The 86 Percent Solution   Notes  Chapter 2  Don't Build a Car When You Need a  Bullock Cart   Designing for Six-Yard Saris   Back to Basics   Riding the Bullock Cart  The 86 Percent Solution   Notes Chapter 3  Aim for the Ricochet Economy   The Ricochet Economy  Taking Aim    More Bounce    The 86 Percent Solution   Notes  Chapter 4  Connect Brands to the Market    Market-Stall Economies    Brand Consciousness   Strategies for Harnessing Local Brands   Brands on the Run   The 86 Percent Solution    Notes Chapter 5  Think Young   A Fountain of Youth    Strategies for the Youth Market    Youth Leads to Growth   The 86 Percent Solution    Notes Chapter 6  Grow Big by Thinking Small   Inverted Pricing   Small Homes   Strategies for Thinking Small    Small Wonders    The 86 Percent Solution    Notes Chapter 7  Bring Your Own Infrastructure   A Tale of Two Markets    Regulatory and Financial Infrastructure    Finding Opportunities in Infrastructure   Overlapping Infrastructures   The 86 Percent Solution   Notes Chapter 8  Look for the Leapfrog    Leapfrog Strategies    Beyond Appropriate Technology    The 86 Percent Solution  Chapter 9  Take the Market to the PeopleCHapter 10  Develop with the MarketIndex

作者简介

Most global businesses focus nearly all their efforts on selling to the wealthiest 14% of the world's population. It's getting harder and harder to make a profit that way: these markets are oversaturated, overcompetitive, and declining. The Invisible Market shows how to unleash new growth and profitability by serving the other 86%. Vihajan Mahajan offers detailed strategies and implementation techniques for product design, pricing, packaging, distribution, advertising, and more. Discover radically different 'rules of engagement' that make emerging markets tick, and how European and Asian companies are already driving billions of dollars in sales there. Mahajan shows how to understand and manage lack of infrastructure and media, low literacy levels, and 'unconventional' consumer behavior. Learn how to redefine the 'real' competition; tap into the informal economy and unconventional channels; leverage expatriate word-of-mouth; pool demand to reach critical mass; piggyback innovations on local tradition; and price and package to reflect local realities. As traditional markets become increasingly unprofitable, emerging markets become the #1 opportunity for growth.

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